When you consider the use of some botanicals for sleep support can be dated back to ancient times, it’s no wonder retailers continue to see demand for products to address stress and enhance sleep. “This is a category that has been a mainstay of natural products retailers for a long time,” said Cecile Kehoe, chief operations officer, and Art Rozzi, sales director, DreamSpan. “Many consumers will turn to natural products for help with insomnia as a first option to prescription sleep medication, which has many side effects and drawbacks. It is important for retailers to have these products grouped together and clearly marked on the shelf so consumers can locate them easily. In addition, it is important for the retailer to educate themselves on the products they carry.”
That education is key, as Alyssa Peterson, associate marketing manager, Enzymatic Therapy Inc., noted product launches are on the rise to support interest in the category. “Retailers are interested in anything new and effective in the natural sleep area,” she observed. “Their customers are looking for stress relief and sleep products that don’t affect daytime alertness.”
Neil Levin, nutrition education manager, NOW Foods, agreed having an educated staff is the place to start. “Retailers would benefit from knowing how different ingredients and formulas work so they can tailor the solution to each customer’s problem,” he said. “Start with the gentlest products and work up to the strongest.”
This also means taking time to talk with customers about their lifestyle and sleep habits. “For sleep to be healthy and natural, one must attempt to critically view his or her stressors,” said Eileen Sheets, managing director, Bioforce USA. “This includes looking at diet and eating habits; eating certain foods in the night time can cause digestive disturbances that interrupt sleep and even cause nightmares. Sleep hygiene is important and a retailer can offer information on making sure the sleep environment is promoting, not prohibiting, restorative sleep. It is important to take a holistic view of sleep, looking at the many factors that come into play.”
David Winston, president, Herbalist & Alchemist, noted sharing information about the benefits of healthy sleep can also convince shoppers to take their bedtime habits seriously. “Many people are not aware of the profound effects of inadequate or poor-quality sleep,” he said. “Studies have clearly shown that chronic sleep deprivation can cause daytime fatigue, impaired work and school performance and damage relationships. It is also responsible for increased hunger, obesity, hypertension, fibromyalgia, depression, anxiety, chronic fatigue, immune deficiency syndrome, and a host of other physical and psychological problems. There is also evidence that lack of sleep can lead to increased risk of auto accidents and work-related injuries.”
But don’t rely only on in-store staff. Many manufacturers can supply educational literature or assistance with educational sessions. Retailers can also reach out into the community. “I think it’s always beneficial if retailers can invited local guest lecturers into their stores to talk about healthy sleep,” suggested Cathy Margolin, president, PacHerbs. “There are many qualified individuals, from acupuncturists to behavioral therapists and herbalists, who would all be qualified to speak on this subject.”
Sheets seconded the idea: “Hold a stress-busting seminar and invite a nutritionist, yoga instructor and naturopath to talk about physiological and mental/emotional triggers to impaired sleep—and the natural solutions that people can use to better manage stress and therefore achieve healthier sleep. As with everything else in the natural products retail world, education and a hands-on approach is the key to loyal sales.”
Ultimately, retailers can help their shoppers discover better health naturally. As an Irish proverb states: “A good laugh and a long sleep are the best cures in the doctor’s book.”